QUELQUES PISTES DE REFLEXION POUR UNE MEILLEURE PRISE EN COMPTE DU RISQUE SOCIAL DANS LES POLITIQUES MARKETING

Laurent Bertrandias () and Paul-Emmanuel Pichon ()
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Laurent Bertrandias: TBS - Toulouse Business School
Paul-Emmanuel Pichon: CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article aims at exploring a dimension of the risk concept that have been scarcely studied in marketing research : the social risk. This dimension has the particularity to focus more on the relationship between the consumer and his circle of acquaintances than on the consumer product link. In this work, we describe the nature of social risk trought risky situations analysis. Beside, specific antecedents, moderators, and consequences of social risk perception will be analysed.

Date: 2003-12-17
Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-04086920
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Published in 2ème Atelier de Recherche de l’AFM, Percevoir, identifier et gérer le risque en marketing, La Sorbonne, Paris, Dec 2003, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04086920

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